[9/11/26] AGOGE Sales Training

Greg DeSilva stole the show with a standout live Shin-Fu roleplay, earning his Black Belt and the first-ever Golden Ticket for his skill, consistency, and commitment to helping others improve.

Webinar Summary

This AGOGE focused on strengthening the sales process through better tracking, relationship-building, personalized proposal delivery, and consistent Shin-Fu roleplay. The coaches challenged members to look beyond price when they lose jobs and instead evaluate how they’re communicating, presenting proposals, and building trust. The call also featured a live Shin-Fu roleplay with Greg DeSilva, who was awarded Black Belt status with the first-ever “Golden Ticket.”

Key Takeaways

Track your wins and losses to identify what is actually affecting your close rate.
Don’t assume price is the reason you’re losing larger projects.
Avoid simply emailing estimates—use in-person meetings, Zoom, or personalized proposal videos when possible.
Focus on building relationships instead of becoming another contractor who simply sends a quote.
Reconnect with past customers and existing relationships as a source of new opportunities.
Shin-Fu should feel like a genuine conversation, not a memorized script.
Consistent roleplay builds confidence, listening skills, tonality, and stronger questioning.
Greg DeSilva earned his Black Belt, recognizing both his Shin-Fu skills and his commitment to helping other members improve.

[8/28/26] AGOGE Sales Training

Mat Tolman earned his Black Belt through a live Shin-Fu roleplay, followed by Derek taking the group behind the curtain on a real sales call to show what calm, confident, well-trained selling actually sounds like.

Webinar Summary

This week’s Agoge was all about what happens when repetition turns the sales process into instinct. Mat Tolman successfully completed his Black Belt test by staying calm, following the process, and controlling the conversation, then Derek jumped on a real prospect call live and demonstrated how to meet the customer where they are without overcomplicating or overselling the conversation. The biggest lesson: great sales isn’t about having the perfect script; it’s about listening, communicating, and trusting your training.

Key Takeaways

Mat Tolman officially passed his Black Belt test after sticking with it through multiple attempts.
Follow the Shin-Fu process and stay steady; you don’t need to be overly charismatic or “salesy” to control a call.
Get comfortable discussing money early, setting realistic investment ranges, and confirming the customer is prepared to move forward.
Don’t confuse silence with listening. Listen for the problems, acknowledge what you hear, and know when to dig deeper.
Roleplay builds the muscle memory that allows you to stay calm and confident when the real conversation gets difficult.
Meet the customer where they are. Not every prospect needs every question or a complicated sales process.
Don’t sell past the yes. Once the customer is ready to move forward, confidently establish the next step and keep things moving.
Derek’s bonus live call showed the process in action: identify the problem, connect with what matters to the customer, establish price, confirm the next step, and get them off the street.

[8/19/26] The Fight Way MARKETING: What to Do When All Your Other Marketing Is in Place

[8/19/26] The Fight Way Call MARKETING: hat to Do When All Your Other Marketing Is in Place

In this session, Coach Tim demonstrates how contractors can drive high-ROI growth beyond traditional advertising by shifting to post-sale “experience marketing” and hosting client appreciation events that convert existing customers into passionate brand advocates.

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Time Audit & Delegation Matrix Worksheet

The Deep Dive

In this webinar, Coach Tim explains that once foundational channels like websites, SEO, and paid ads are operating, contractors should shift their focus toward post-sale “experience marketing”. Instead of continually increasing ad spend on cold leads with diminishing returns, business owners can build deep trust and long-term brand advocacy by creating memorable moments for existing clients. Cutroni illustrates how hosting informal, non-sales client appreciation events—such as a catered backyard pizza party—can generate substantial returns through repeat work, reviews, and organic word-of-mouth referrals.

Shift to Experience Marketing: Focus on turning past, satisfied clients into active brand ambassadors instead of relying solely on paid advertising for cold leads.
Host Low-Pressure Client Events: Organize gatherings like catered appreciation parties, shop tours, or project walkthroughs where past clients can connect and naturally share their positive experiences.
Sell the Lifestyle, Not the Product: Emphasize the emotional outcomes of a project—such as family memories or relaxation—rather than technical specifications like stone, lumber, or hardware.
Lock in Annual Planning: Map out event dates on a dedicated marketing calendar during December or January to keep daily operational tasks from derailing event execution.
Incentivize Through Charity: Request a small donation to a local charity as an event registration fee to increase attendee commitment while supporting a good cause.
Partner with Complementary Trades: Collaborate with non-competing service providers (such as roofers partnering with soft-wash companies) to cross-promote services and swap qualified leads.
Diversify Marketing Channels: Keep at least five distinct marketing avenues running simultaneously to protect the business if one source slows down or disappears.

[8/7/26] AGOGE Sales Training

This AGOGE sales training session covered the tree of life topic ‘Selling Past Yes’ and Taylor Payne went up against Tim Cutroni for his Shin-Fu blackbelt pre-test.

Webinar Summary

The session opened with an emphasis on consistent KPI tracking, demonstrating through real-world job-costing examples how tracking man-hours and equipment expenses prevents severe profit erosion. Coach Aaron then taught the negative Tree of Life topic “selling past yes,” illustrating through a live roleplay how trying to upsell additional services after closing a deal deflates buyer excitement and breaches client trust. Next, Taylor Payne entered the hot seat for his Black Belt pre-test opposite Tim Cutroni, who played an investor looking to complete an unfinished 65,000-square-foot commercial building. Taylor effectively established timeline goals, partner involvement, a $200–$250 per square foot budget range, and a $15,000 design retainer. However, when Tim delivered the final objection asking why he should hire him, Taylor froze, mishandled the reversal, and lost his closing momentum, leading Tim to withhold a passing grade until Taylor sharpens his elevator pitch and closing authority.

KPI Accountability & Margins: Members logged weekly leads and revenue while coaches shared margin stories—including a job that slipped under a 50% target by just $176 due to unclocked hours—to prove why daily tracking is essential.
Tree of Life (Selling Past Yes): Coach Aaron demonstrated how attempting to push extra projects immediately after securing a deposit damages client rapport and reopens closed deals.
Commercial Pre-Test Scenario: Taylor Payne roleplayed as a commercial drywall and metal stud framing contractor evaluating a 65,000-square-foot abandoned commercial buildout.
Qualifying Execution: Taylor successfully executed the core ShinFu steps, qualifying a target completion date of June, identifying three non-present decision partners, and setting a $200–$250/sq. ft. budget benchmark.
Design Retainer Set: Taylor established a $15,000 design retainer fee to initiate architectural plans and project scope documentation.
Closing Stumble: When Tim asked “Why should I hire you?”, Taylor faltered on his reversal, hesitated, and allowed the buyer to take back control of the conversation.
Coach Critique: Coaches Derek and Aaron praised Taylor’s smooth 90/10 listening ratio throughout the call, but criticized his scope summary for lacking emotional connection and clear closing confidence.
Pre-Test Result: Tim withheld a passing grade to ensure Taylor builds absolute confidence under pressure, requiring Taylor to practice his elevator pitch and gather yeses from black belts before re-testing.

[7/31/26] AGOGE Sales Training

This AGOGE sales training session covered weekly lead tracking, introduced the “reverses” questioning technique, celebrated Dan Kasman’s black belt promotion, provided community support for a member navigating an employee tragedy, and featured Matt Tolman’s black belt pre-test roleplay.

Webinar Summary

The AGOGE sales training call focused on weekly KPI lead tracking, mastering “reverses” to guide client conversations, and supporting community member Brandon Herd following the sudden loss of an employee. The team celebrated Dan Kasman for earning his Black Belt, highlighting how improved sales communication enhanced his business and personal relationships. Mat Tolman then took center stage for his eighth Black Belt pre-test roleplay, pitching Coach Tim on a $25,000–$35,000 bachelor’s bathroom renovation and handling DIY demolition objections. Although coaches advised him to dig deeper into emotional motives rather than technical scope, Mat Tolman earned a passing verdict to advance to his next test against Derek.

Members shared their weekly lead KPIs while coaches warned against slowing down marketing during busy seasons.
The community offered condolences and job-site support to Brandon Herd after his employee passed away.
Dan Kasman celebrated achieving his Black Belt and noted its positive impact on his job-site leadership.
Coach Aaron taught the concept of “reverses” to help contractors turn questions back onto clients during sales calls.
Mat Tolman shared how applying active listening allowed him to help a struggling stranger at a hotel gym.
In his pre-test roleplay, Mat Tolman quoted Coach Tim $25,000–$35,000 to convert a family bathroom into a bachelor’s setup.
Mat Tolman addressed a DIY demolition request by establishing that his crew must inspect the work beforehand.
Coaches Derek, Aaron, and Tim passed Mat Tolman to his next test while encouraging him to focus more on emotional motives.

[7/24/26] AGOGE Sales Training – Dan Kasman takes on Derek

In this AGOGE sales training call, hosts Derek and Uncle Tim lead contractors through discussions on overcoming business slumps, standing out from competitors, charging consultation fees, and tracking weekly metrics, culminating in Dan Kasman successfully passing his Black Belt roleplay exam.

Webinar Summary

During the session, the coaches address contractor mindset and pricing strategies, emphasizing the importance of differentiating service, knowing exact numbers, and avoiding negotiating against oneself during slow periods. Participants like Josh Cougler share success stories, such as boosting closure rates to 80% and gross profits to 60% after implementing consultation fees. The call highlights accountability by encouraging members to track and share weekly leads, sales, and revenue figures. Finally, the session culminates with a live roleplay exam where Dan Kasman navigates a bathroom remodeling sales scenario with Derek, successfully securing an in-person consultation and earning his Black Belt.

Key Highlights

Contractor Mindset & Business Slumps: Rodolfo shares his struggles with a summertime dry spell and refusing low-paying jobs, prompting a discussion on using downtime to roleplay and work on the business rather than just in it.
Consultation Fees & Profit Margins: Derek and Uncle Tim emphasize charging consultation fees to protect time, while Josh Cougler reports an 80% close rate and 60% gross profit after introducing consultation fees.
Avoiding Self-Negotiation: Coaches stress knowing true operating numbers so contractors do not offer arbitrary discounts or negotiate against themselves out of fear.
“Different is Better Than Better”: Uncle Tim urges contractors to stand out through superior service, professional branding, and responsiveness rather than engaging in a race to the bottom.
Belt System Recognitions: New belt achievements were celebrated, including Emil Morias (Purple Belt), Melissa Amaya (Blue Belt), and Brandon Allen (Green Belt).
Weekly Metric Tracking: Derek models weekly tracking by sharing his stats (6 leads, $47,454.81 in revenue, $35,795 sold) and challenges all participants to bring lead and revenue figures to future calls.
Black Belt Roleplay Exam: Dan Kasman roleplays a sales call with Derek regarding a problematic bathroom remodel, successfully discovering pain points, proposing a $500 consultation fee, and booking an appointment.
Black Belt Achievement: Following feedback from Derek, Tim, Terry, and Troy, Dan Kasman officially passes his exam and earns his Black Belt.